Do you ever feel like your website doesn’t convert enough visitors? How do the top-ranking financial advisor use websites to successfully convert visitors? This blog will go over six digital marketing techniques that top-ranking advisors use to make their business a success.
But first, let’s talk about why websites are so important to an advisor. For example, in 2021, FMG websites got over 65 million views, a total of 36,296 blogs were posted and 11,661 new leads were generated. Websites are the lifeblood of a company, allowing clients to easily access information and get in contact. Along with that, here are some more website statistics that might blow your mind:
- 70-80% of people research a company online before purchasing
- It takes 50 milliseconds for a user to form an opinion about your website
- 98% of investors said a financial advisors’ website was important to them
- Companies that publish blogs 1-2 times a month generate 70% more leads
- 42% of investors say they start finding advisors through online search
1. Have a Website Calendar Link
How do you book your clients? A great way to book more appointments with clients is through having a calendar link on your website. It shows clients when you are available and it also helps you keep your calendar organized and up-to-date.
Twenty Over Ten’s client, MYRA Wealth includes a link to a calendar for clients to book a meeting. A simple calendar implementation makes it easy for a visitor to book a meeting, and for an advisor to prepare for it. Once they make the appointment it increases the likelihood that they will convert to a client. The ultimate goal of your website is to convert prospects into leads, so it is essential that you make it as easy as possible for site visitors to contact you and schedule meetings.
2. Make Sure Your Pages are SEO Friendly
Your SEO involves a wide range of activities that you can implement on your own site to make it more accessible and searchable. If you have a good SEO ranking then users will more likely find you when they perform searches which will in return drive more traffic to your site and convert prospects into clients.
So, what do you have to do to make sure your website and blog are SEO friendly? Consistently posting fresh content, updating keywords, internally linking, and adding meta descriptions are all good strategies for boosting your website and blog’s SEO ranking.
Twenty Over Ten’s client, Rivermark Wealth Management keeps an updated blog with keywords and links. They also have their Newsletter sign up on their blog which is another great tactic to getting more content in front of prospects and converting them into clients.
3. Update Your Website Twice a Month
If you think that you don’t need to continuously update your website, think again! It’s pertinent that you make sure you continually optimize your website and keep it up-to-date at all times. Managing your website and keeping it fresh and current is essential to converting leads. Two times a month take the time to go through and make sure everything is accurate and running smoothly. If you keep up with this, it will really pay off in the end as you will start to see your traffic increase and your rankings increase.
Think that updating your website is time-consuming and complicated? The Twenty Over Ten’s Website Engine makes creating and updating your websites easy and exciting.
4. Write For a Specific Audience
How do you make yourself stand out in a highly saturated industry such as financial advising? Locate your niche. Establishing your niche will differentiate you from your competitors in the industry. It’s important to consider who your niche audience is. Who are you catering to? Who do you specialize in serving? Whoever it is that your advisory firm serves, make sure you explicitly communicate on your website, blog, and landing pages how you are able to help them. It should be clear from your content and website who your niche audience is.
In the example below, Twenty Over Ten’s client Engaging Women in Wealth makes it clear from the moment you land on their homepage who their niche is when they say “We offer comprehensive and customized strategies designed to help women manage their assets and feel confident in their future”.
In addition, Engaging Women in Wealth really illustrates how much they cater to their niche simply from the title of their blog page: “The Empowerment Diary”. The Empowerment Diary really shows the women that they serve that they are here to help them gain financial knowledge. It’s vital that you specifically write for your niche audience. What topics would they like to read? What do they need help with? What interests them? Find things that pertain to your niche audience so that they truly enjoy engaging with your content.
5. Incorporate Interesting Videos
Having pictures on your website is great. But if you want to take your website to the next level consider utilizing videos. Did you know that 88% of consumers would like to see more videos from brands in 2022? In addition, research has shown that more than 99% of businesses that market plan to continue using video in 2022. With statistics like that, it’s a must that you incorporate video on your website. Videos are a great way to get relevant and valuable information in front of site visitors in a way that is interesting to watch. Not only do they inform, but can garner trust among your network.
In the example below, Twenty Over Ten client Lifeguard Wealth utilizes a video on their homepage to introduce their financial advising firm and its services.
6. Include an “As Seen On” Section
Building credibility can be a challenge for financial advisors. Though difficult, being seen as a credible financial advisor is the only way you will convert prospects into clients. After all, how will people trust you with their financial planning if you don’t clearly establish yourself as dependable and trustworthy?
How do you build credibility and brand trust within the financial advising industry? Incorporating an “As Seen On” section on your site proves to prospects and clients that you are not only trustworthy but also reliable.
In the example below, Twenty Over Ten’s client Quarry Hill Advisors incorporates an “As Featured In” section on their homepage. This differentiates your advisory firm from competitors and shows off your credibility.
That’s All Folks
Building and maintaining a website can be hard on its own, but having it convert visitors to clients makes it just that much more difficult. However, rest assured knowing that your efforts are well worth it. Don’t ever give up and keep improving, using your own knowledge and these six advisor site tips/strategies. If you ever feel yourself losing the drive or know-how, we welcome you to come back to this article and reinvigorate yourself.
Editing note: This article was originally published and written by Lauren Beichner August 5th, 2019 and has been updated to ensure consistency.
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Justin Adams Justin is a content marketing specialist who loves to cook and play with his cats. He’s also currently learning how to play guitar and piano. He’s always thinking of ways to solve problems and puzzles. He says one of his best skills is his ability to always come up with ideas and hopes to sharpen that skill as his career progresses.
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